Bid Boundary Settings (Min Bid / Max Bid)
Bid Boundary Settings (Min Bid / Max Bid)
Bid boundaries define the range within which EVA is allowed to adjust advertising bids during automated optimization.
When advertising campaigns compete for placements, they participate in an auction-based bidding system. In this system, advertisers compete for visibility by placing bids for clicks. Because of this competitive environment, bids must remain within a controlled range that reflects the advertiser’s budget tolerance and strategy.
The Bid Boundaries settings establish this range by defining both a minimum and a maximum bid value. EVA will operate within these limits when adjusting bids to maintain the selected advertising strategy.
Minimum Bid
The Minimum Bid represents the lowest bid EVA can place when participating in advertising auctions.
Setting a minimum bid ensures that campaigns remain competitive enough to continue appearing in auctions. If the minimum bid is set too low, campaigns may lose visibility because the bid may not be sufficient to compete for placements.
A reasonable minimum bid helps maintain consistent participation in auctions while still allowing EVA to reduce bids when efficiency needs to improve.
Maximum Bid
The Maximum Bid defines the highest bid EVA is allowed to place for a click.
This limit prevents the system from bidding excessively high amounts that could increase advertising costs beyond acceptable levels. Even when aggressive bidding is required to increase exposure, the maximum bid ensures that spending remains controlled.
Setting an appropriate maximum bid helps maintain a balance between competitiveness and cost protection.
Why bid boundaries are important
Advertising placements are awarded through auctions where multiple advertisers compete for the same placement. Because bids directly influence whether ads appear and how often they appear, having clearly defined bid boundaries helps maintain control over advertising costs.
Bid boundaries provide two key safeguards:
- They prevent bids from dropping too low and losing auction competitiveness.
- They prevent bids from rising too high and increasing advertising costs unnecessarily.
By defining these limits, EVA can safely adjust bids while remaining within the cost range defined by the advertiser.
How EVA uses bid boundaries during optimization
During automated optimization, EVA evaluates campaign performance relative to the selected strategy settings.
If campaigns need to increase exposure in order to reach growth objectives, the system may gradually move bids toward the upper boundary.
If campaigns exceed efficiency targets and need cost control, bids may move toward the lower boundary.
This dynamic adjustment allows EVA to continuously optimize campaign performance while respecting the limits defined by the advertiser.